Why Hanging Baskets?

Thursday, March 17, 2016 by America in Bloom
Why Hanging Baskets?

We were recently asked for documentation that reinforces the importance of hanging baskets to communities. Katy Moss Warner, President of America in Bloom and former Director of Disney’s Horticulture and Environmental Initiatives, responded.

Why are flowering hanging baskets important to communities? I am asked this question frequently. I share my personal experience in hopes that it will offer some answers to this question. 

 I worked for 24 years in the Horticulture Department at Walt Disney World in Florida. When I first arrived in 1976, I was surprised to learn that our guests hardly noticed our beautiful landscapes. We had gorgeous big trees that had been moved from locations all over Florida. We had rolling terrain with waterways and manicured lawns. The palette of plants - trees, shrubs, ground covers, and flowers - was impressive. And these beautiful landscapes were surrounded by well-maintained charming architecture including an elegant magical castle. Based on surveys, our guests hardly saw the landscapes or the architecture. They noticed the “friendliness of the staff” and the “overall cleanliness,” but they never mentioned the trees or flowers.

We started focusing on the flowers to attract their attention. We positioned our flowerbeds in direct sight line. We planted containers with flowers and placed them at the entrances to shops and attractions. We produced baskets filled with brightly colored flowers - they often took three months to get to quality - and hung them on lampposts down Main Street USA. People began noticing our landscapes. Placing flowers at eye level in hanging baskets was critical to sending the subliminal message that plants are important and that they make you feel good. They said “look at me!”

Years later, there was a survey done at Walt Disney World to determine why guests return year after year. By then 75 percent of the attendance was repeat visitation. This survey determined that the reason people came back to Walt Disney World was because of the “atmosphere." And when they were asked what about “atmosphere” was most important - the smell of popcorn, the Florida climate, the charming architecture, etc. - they said “the beautiful landscapes.”  Friendliness of the staff and cleanliness were now expected. What made Walt Disney World stand out from other vacation destinations was the beauty of the landscape. That is why they came back.

There are now hundreds of flowering hanging baskets throughout the parks and resorts at the Walt Disney World Resort. Costs are significantly reduced in many areas by providing irrigation to each basket and then monitoring the watering with a computer driven management system. Using planting media that retains water has also been helpful. However, many of the flowering hanging baskets are still watered by hand each day.

Having been involved in this transformation of guest perception at Walt Disney World, I believe that communities across America can benefit from this experience.  Baskets filled with colorful flowers hanging from lampposts in heavily trafficked areas announce that beauty is important...that quality landscapes are valued...that we want you to feel good while you are here...and we want you to come back. Flowering hanging baskets can transform perceptions. They can transform communities.





4 comments
4 Responses
  1. Pam Bennett Says:
    March 21, 2016 at 6:29 AM

    Excellent testimony to the value ! Nice article Katy.


  2. Cassiope Says:
    March 21, 2016 at 10:07 AM

    Hanging baskets are the finishing touch to a landscape.


  3. Cassiope Says:
    March 21, 2016 at 10:08 AM

    Hanging baskets are the finishing touch to any landscape.


  4. Isle of Wight, Smithfield, Windsor Chamber of Commerce Says:
    April 1, 2016 at 10:46 AM

    very Helpful, as we are trying to convince businesses in town the importance of beautifying their surroundings! Thank you!


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